CU-SEM-III-MBA-Marketing of Services- Second Draft-converted

keep that in mind while developing goods and services. Let's look at an example to help us understand. Organization is essential. A's mission is to foster a safe and green environment. Naturally, the goods must be environmentally sustainable and biodegradable, in keeping with the organization's mission. • Brand Focus - The brand's corporate identity is represented by Brand Focus. • Consumer Experience - Marketers should pay attention to the consumer experience, which relates to how consumers feel about a product. A buyer is more likely to pick up a product that has appealing packaging. Customers want products to meet and surpass their standards. • Communication Tools - Communication tools provide a variety of methods for promoting a brand, such as advertisement, direct marketing, and social media platforms like Facebook, Twitter, and Orkut. • Promotional Tools - Various promotional tools, such as trade promotions, personal selling, and so on, are used to promote brands. Organizations must improve their relationships with both internal and external clients. • Integration Tools - Businesses must keep track of consumer input and reviews on a daily basis. You'll need specialised software, such as customer relationship management (CRM), to assess the efficacy of various advanced marketing communications tools. Integrated marketing communication allows all facets of the marketing mix to act in unison to successfully promote a product or service among end-users. 11.4 INTEGRATED MARKETING COMMUNICATION FOR SERVICE Many businesses need marketing services, but not every business can afford to have its own marketing department. Start-ups who do not have their own marketing department and depend on marketing firms as a third-party service provider. These companies' services range from brief one-time services to long-term relationship services, depending on the client's needs. Marketing services are critical for small businesses to raise awareness about their goods and services in the market and to compete effectively. Many larger companies may tend to outsource a few marketing services. The explanation for this is that, while an in-house marketing department may be very effective, outsourcing marketing services can provide fresh ideas and professionalism that an in-house team can lack. Marketing Services Types 1) Marketing programmes that are innovative 201 CU IDOL SELF LEARNING MATERIAL (SLM)

Marketing Services are hired for this service, which is the most significant. Coming up with a brand name logo, illustration, idea, or ad concept are examples of creativity services. Companies employ these talented teams and compensate them handsomely for their efforts. Creative services aren't limited to the ones mentioned above; they can apply to any aspect of marketing that requires the creation of something. The service-providing companies normally provide the client with a number of choices from which to choose. It is finalised and the charges are priced accordingly until the customer uses it. Since attracting customers now necessitates innovation, creative services are in high demand. When creating a logo, the marketing services company considers the client's demands, the nature of the industry, and the competition before creating the appropriate brand logo that identifies the company and the brand. Often, when designing such items such as T-Shirts, Posters, and the like, the client's suggestions are taken into account, and services are provided accordingly. Advertising is where a lot of money is spent, and this is where marketing services firms come in handy. Long-term contracts with these marketing services firms’ lower costs, increase variety, and have several other benefits over providing an in-house Marketing Services department. 2) Designing Services: Although designing is a part of the creative process, some businesses tend to keep the two separate and invest only in design while leaving the rest to their in-house staff. Designing includes the development of business cards, posters and leaflets, flags, websites, logos, and even campaign designs. Some activities necessitate the development of T-shirts or other special materials bearing the company's name and emblem, and these services are best outsourced to marketing services firms. Although a well-designed T-shirt does not guarantee a sale, it has proven to be appealing to potential buyers. Designing a website has become the newest service that many businesses, especially start-ups, are using. Since digital marketing has become more cost-effective and the recharge has risen several times, it is more convenient for new and developing businesses to start their businesses on a digital platform. As a result, website design is critical in attracting clients because it serves as the company's first impression. A well-designed website with a fast-loading speed helps to a. give consumers the impression of professionalism and b. Since a website loads quickly, the visitor's wait time is reduced. As a result, marketing services such as design play an important role. 3) Promotional Products or Customized Services: Most businesses, whether internal or external, require personalised services for their clients. They may be pens, books, or other 202 CU IDOL SELF LEARNING MATERIAL (SLM)

materials with the company's name, brand name, or logo written on them. The service serves as a reminder to the consumer about the company and its goods, allowing for repeat purchases. Personalized products are used primarily in the pharmaceutical industry, where the names of drugs and brand names are written on letter pads and sent to physicians as a prompt to administer the prescribed medications. Personal services are also used in the hotel and event industries, where the name of the product or group is written on the giveaways. The services ensure that the customer can return for more, which is the goal of every company. Since not every company would be able to manufacture the services, most businesses tend to have them outsourced. A stationery company, for example, will be able to manufacture the products needed for personal services, while a software company will not be able to do so; in this case, the printing services will be outsourced to other businesses. 4) Digital Marketing Services: Today's businesses are increasingly going digital, necessitating the use of digital marketing services. The benefit of becoming a digital business is that your scope is multiplied while your costs remain relatively unchanged. Digital Marketing Services are inexpensive and have a broad scope to the general public, regardless of their status or region. Targeting strategies help to narrow down the target audience, avoiding commercial waste and maximising the use of ads by just showing them to the intended audience. Different digital marketing services, such as SEO, Social Marketing, and Content Writing, can be avoided by businesses. With Search Engine Optimization, the business aims to appear on the first page of Google's search results. The emails were designed to reach the widest possible audience by featuring on the search page and improving the website's ranking. This form of work is normally handled by an SEO specialist. Some businesses have a fever specialist, and others cannot afford a dedicated SEO specialist, which is where Marketing Services come in. Social media marketing is another significant part of digital marketing. The audience is present on social media, and social media marketing is the process of targeting the audience with appropriate keywords so that the message reaches the desired audience. Companies may reach particular customers with specific posts and ads using social media marketing. Since the audience is now attracted not only by the design of the website but also by the relevant content, having good content is very necessary for any website to be in the digital space. 203 CU IDOL SELF LEARNING MATERIAL (SLM)

Content plays a crucial role in attracting and retaining viewers, and content marketing has become increasingly relevant in recent years. Many people believe that content marketing is the only form of marketing that remains. This is one of the reasons why many businesses choose to outsource content development to third-party firms. 11.5 REASONS FOR GROWING IMPORTANCE OF INTEGRATED MARKETING COMMUNICATION 1. Creating a marketing planning strategy The marketing department knows which consumers to concentrate on and what needs to try to satisfy based on the production of the marketing campaign and the selection of a target market(s). Combining the different elements of the marketing mix into a coherent, efficient marketing campaign is the next step in the marketing process. Each marketing-mix component is multidimensional, with a variety of decision points. Similarly, everybody must think about and contribute to the overall IMC programme. A. Product selection An organisation exists because it has something to give customers in the form of a product, service, or concept, usually in return for money. A physical commodity (such as a soft drink, pair of jeans, or car), a service (banking, airlines, or legal assistance), a cause (United Way, March of Dimes), or even an individual may be used to make this offering (a political candidate). The product is something that can be sold and that provides individual satisfaction when used or assisted. The word \"product symbolism\" refers to what a product or brand represents to customers, as well as what they go through when buying and using it. B. Pricing Determinations The price variable refers to what a customer would forego in order to buy a good or service. Although price refers to the amount of money exchanged for a commodity, the cost of a product to the customer often involves time, mental activity, and behavioural effort. From an IMC standpoint, the price must be in line with the product's perceptions as well as the marketing plan. Lower prices represent discount or \"value\" perceptions, whereas higher prices convey a higher product quality. C. Channel-of-Distribution-Decisions One of the most crucial marketing choices a marketer takes is how to make goods and services available for purchase. A company may have a fantastic product at a great price, but it's worthless unless it's available where the consumer needs it, when the customer wants it, and with adequate support and service. Selecting, handling, and empowering intermediaries such as wholesalers, dealers, brokers, and retailers who help a company make a product or service available to consumers are all part of channel decisions. The coordination priorities 204 CU IDOL SELF LEARNING MATERIAL (SLM)

and the effect of the channel strategy on the IMC programme should be considered as part of the distribution strategy. D. Promotional Strategy Development: Push or Pull? Both elements of the promotional blend are used in trade promotion. Resellers are contacted by company sales representatives who clarify the product, address the company's strategies for increasing demand among end users, and identify special services available to the trade, such as introductory incentives, promotional allowances, and cooperative ad programmes. The company can use trade ads to pique wholesalers' and retailers' interest in its products and encourage them to buy them for resale to their customers. Trade ads is typically used in magazines that cater to a specific industry. A push strategy aims to persuade resellers that they can benefit from a manufacturer's product, encouraging them to purchase it and pass it on to their customers. Channel participants who do not want to take on an extra product line or brand can be a source of resistance for manufacturers. Companies may use a promotional pull strategy in these situations, spending money on ads and sales promotion efforts aimed at the ultimate buyer. A pull strategy's aim is to generate demand among customers and enable them to order the product from the retailer. Retailers will order the commodity from wholesalers, who will then request it from the producer, based on customer demand. As a result, stimulating end-user demand pulls the commodity across the distribution channels. 2. Advertising and Promotion's Role Marketers use the different elements of the promotional mix—advertising, sales promotion, direct marketing, publicity/public relations, and personal selling—to educate customers about their goods, their costs, and where they can buy them. Each variable in the promotional mix aids marketers in achieving their promotional goals, and all variables must work together to create an integrated marketing communications programme. Market research, target targeting and positioning, and alignment of the different marketing-mix elements are all part of the creation and execution of an IMC programme. 11.6 ADVANTAGES OF INTEGRATED MARKETING COMMUNICATION Almost every aspect of life, including corporate strategies, has changed dramatically since the turn of the century. In today's world, old marketing and sale techniques, views, and methods are no longer true. New methods and technology have surfaced on the business scene, and they have become indispensable for successful marketing campaigns. In the following paragraphs, we will focus on one of these techniques, Integrated Marketing Communications, which is currently used by all major multinational corporations and plays an important role in improving business strategies. 205 CU IDOL SELF LEARNING MATERIAL (SLM)

IMC is characterised as a data-driven, customer-centric method of interacting with customers. IMC is the coordination and incorporation of all marketing communication resources, avenues, roles, and sources within an organisation into a seamless programme that maximises the effect on customers and other end users while keeping costs to a minimum. The definition of Integrated Marketing Communications is straightforward. It ensures that all types of interactions and messages are meticulously connected. Figure 11.1 - Marketing Methods All aspects of the marketing mix must be in line with the strategic strategy for an integrated marketing communications campaign to be effective. This chapter explores how to affect promotion marketing strategies and how promotion decisions can be coordinated with other marketing mix components. This chapter also covers the role of advertising and other promotional elements in an integrated marketing programme, how decisions affect and interact with a promotional strategy, the concept of target marketing in an integrated marketing communications programme, and the role of market segmentation and its application on integrated marketing communications. We analyse how promotion integrates into an organization's marketing plan and initiatives using the model below as a guide. The marketing strategy and analysis of the company, the target marketing process, the marketing planning programme implementation (which involves the promotional mix), and the target market are the four major components of this model. 206 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 11.2- Promotional Mix & Target Market 1. Marketing Analysis and Strategy Any company that wants to effectively exchange goods or services in the marketplace should have a strategic marketing strategy to guide resource allocation. A strategic marketing plan is typically derived from a company's overall corporate strategy and acts as a roadmap for unique marketing campaigns and policies. A. Opportunity Evaluation Market opportunities are markets with favourable demand patterns, where the business believes consumer needs and opportunities are unmet, and where it can successfully compete. Nike, Reebok, and other athletic-shoe companies see the shoe market as an opportunity to expand their consumer base both domestically and globally. B. Analysis of Competitors The manager must carefully analyse the competition in the marketplace while designing the firm's marketing strategy and plans for its goods and services. For example, the high-end luxury market in the United States has recently experienced tremendous growth, with more consumers spending more of their money on luxury goods than ever before. Coach, Tiffany's, and Ralph Lauren's high-end brands are all benefiting from this change in consumer buying habits. Surprisingly, it is not only the rich who purchase these high-priced products, but also the middle class. Leading advertisers use terms like \"massification of luxury,\" \"luxflation,\" and \"modern luxury\" to describe their target markets. C. Choosing a Target Market The business could choose one or more target markets after assessing the opportunities offered by various market segments, including a thorough competitive analysis. The firm's marketing effort is focused on this target market, and priorities and targets are defined based on where the business needs to be and what it aims to achieve in this market. Marketers 207 CU IDOL SELF LEARNING MATERIAL (SLM)

seldom try to capture the entire market with a single product, brand, or service. Rather, they employ a variety of tactics, such as segmenting the market and focusing marketing and promotional activities on one or more of these segments. This means that depending on the business strategy used, different goals may be set, different budgets may be used, and different promotional-mix strategies may be used. 2. The Target Marketing Methodology Since few, if any, products can meet the needs of all customers, businesses often create various marketing strategies to meet the needs of different customers. Target marketing is the method by which marketers accomplish this, and it consists of four basic steps: finding markets with unmet needs, segmenting the market, targeting those segments, and positioning one's product or service by marketing strategies. A. Recognizing Markets Consumers with similar lifestyles, needs, and other characteristics are identified as target markets, and we gain a better understanding of their specific requirements. The more common ground marketers will create with consumers, the more successful they will be in meeting these needs in their marketing campaigns and educating and/or convincing potential customers that the product or service offering will meet their needs. Market Segmentation The segmentation process involves five distinct steps: 1. Finding ways to group consumers according to their needs 2. Finding ways to group the marketing actions—usually the products offered 3. Developing a market-product grid to relate the market segments to the firm’s Products or actions 4. Selecting the target segments toward which the firm directs its marketing actions 5. Taking marketing actions to reach target segments Segmentation can be done on the basis of: • Geographic location • Demographic attributes • Psychographic attributes • Behavioural attributes A. Choosing a sector to reach 208 CU IDOL SELF LEARNING MATERIAL (SLM)

The next step is to identify the customer segment that you want to target. There are three options for business coverage. Undifferentiated marketing means ignoring segment variations and marketing to the entire market with a single product or service. Differentiated marketing entails segmenting the market and designing separate marketing strategies for each segment. Concentrated marketing is when a company focuses on a single market segment and tries to win a large share of it. B. Positioning in the Market “The art and science of fitting the product or service to one or more segments of the general market in such a way as to set it meaningfully apart from competition,” according to the definition. The customer or the market are usually the subject of positioning strategies. Putting Together a Positioning Strategy: Managers must ask themselves six simple questions in order to establish a role for a product or service: 1. Do we already have a role in mind for the prospect, if any? 2. What place do we want to occupy? 3. Which corporations must be outgunned if we are to gain that advantage? 4. Do we have enough marketing funds to take over and maintain the position? 5. Do we have the fortitude to adhere to a single clear positioning strategy? 6. Is our innovation plan in line with our positioning strategy? 11.7 SUMMARY • The amount of money spent on advertisement, product promotion, direct marketing, and other types of marketing communication has risen dramatically in the last decade, both in India and in other international markets. • To comprehend the role of advertising and promotion in a marketing campaign, one must first comprehend the role and function of marketing in a company. • The basic task of marketing is to create a systematic programme that promotes trade with a target market by combining the four controllable components, known as the marketing mix. • The marketing mix consists of four components: product or service, price, location (distribution), and promotion. • Integrated Marketing Communications (IMC) is a strategic, collaborative, and promotional marketing function in which a targeted audience receives clear and compelling brand messages through multiple marketing channels in an integrated manner in order to drive buyers through the decision-making process. 209 CU IDOL SELF LEARNING MATERIAL (SLM)

11.8 KEYWORDS • Coherence: Aware of your entire communication process through different channels • Coupons: Coupons for reduced price delivered through magazines, newspapers, direct mail or distributed by hand • Loyalty programme: Continuity programmes such as frequent flyer • Advertising: Paid form of non-personal communication • Direct marketing: Direct Marketing (DM) communication makes it possible for a company to aim the communication only at a target group. O • Creative Director: Oversees copy chief, art director and associated staff • IMC (Integrated Marketing Communications): Attempt to coordinate marketing and promotional activities 11.9 LEARNING ACTIVITY 1. Explain the Problems and challenges facing for implementing Integrated marketing communication ___________________________________________________________________________ ___________________________________________________________________________ 2. Provide an example of how an organization, such as your university, uses different media to present a consistent message using integrated marketing communications (IMC). Who is their target, what is their message, and what media should they use? ___________________________________________________________________________ __________________________________________________________________________ 11.10 UNIT END QUESTIONS A. Descriptive Questions 210 Short Questions 1. What is IMC? 2. What is Direct marketing ? 3. Explain different opportunities and challenges in marketing communication?. 4. Mention the process of integrated marketing communications 5. What is sales promotion? 6. What is advertising budget? CU IDOL SELF LEARNING MATERIAL (SLM)

Long Questions 1. What could be possible question to be asked to marketing manager to know the practices and their perspectives about IMC in their company? 2. Are there recent studies on the use and adoption of Integrated Marketing Communication by telecommunication companies in North India? 3. Develop a media plan for a company to promote its broadband service in the Indian market. Make necessary assumptions. 4. Explain the Target Marketing Process and the development of integrated Marketing Planning Programme . 5. Explain in detail about Integrated Marketing communication. B. Multiple Choice Questions 1.Several programs planned to protect or promote a company's image or its products is known as a. Sales promotion b. Direct marketing c. Events and experiences d. Public relations and publicity 2. In general, the single-voice, or synergy principle, involves selecting a specific __________________________ for a brand. a. Positioning statement b. Marketing mix c. Pricing strategy d. Advertising budget 3. The online programs and activities designed to engage prospects or customers and indirectly or directly generate awareness, enhance image or support sales of services and products is a. Interactive marketing b. Direct marketing c. Personal selling d. Advertising 4. The face-to-face interaction with prospective buyers for the objective of answering 211 questions, procuring orders and making presentations is CU IDOL SELF LEARNING MATERIAL (SLM)

a. Interactive marketing b. Direct marketing c. Personal selling d. Word-of-mouth marketing 5. _________ can be defined as the way by which organizations attempt to inform, convince and remind customers indirectly or directly about the brands and products they offer. a. Marketing communications b. Marketing plans c. Marketing strategies d. None of these 6. IMC Stands for a. Integrated Marketing Corporation b. Integrated Marketing Company c. International Manufacturing capacity d. Integrated Marketing Communications Answers 1 - d, 2 –a, 3 -a, 4 –c, 5 -a, 6-d 11.11 REFERENCES Text Books: • Zeithaml V. A. ,Bitner M. J. and Pandit, A., Services Marketing, 5th Edition, Tata McGraw Hill Publishing Co. Ltd. New Delhi. • Lovelock C. H., Wirtz, J. and Chaterjee, J., Service Marketing: People, Technology, Strategy, 6thEdition, Pearson Education, New Delhi. Reference Books: • Hoffman, K. D. & Bateson, J. E.G., Marketing of Services, Cengage Learning, • Kurtz D. L. and Clow K. E., Services Marketing. Biztantra, New Delhi. • Nargundkar, Rajendra, Services Marketing Text and Cases, 3rd Edition, Tata 212 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 12: INTEGRATED SERVICES MARKETING Structure 12.0 Learning Objectives 12.1 Integrated Service Marketing Mix 12.2 Developing an Effective and Efficient Service Marketing System 12.3 Integration of Service Quality Measures and Managing Quality 12.4 Summary 12.5 Keywords 12.6 Learning Activity 12.7 Unit End Questions 12.8 References 12.0 LEARNING OBJECTIVES After studying this unit, you will be able to: • Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. • The Most common goal of IMC campaign includes increasing brand awareness, generating sales and reinforcing purchases • It helps in changes of marketplace, new competitive forces, or new promotional opportunities should cause companies to alter strategies and reassess IMC goals. The product features and benefits, and consumer behaviors, organizations typically set and work towards the following goals when implementing IMC strategies To develop brand awareness • To increase consumer or business demand for a product category • To change or influence customer beliefs or attitudes 213 CU IDOL SELF LEARNING MATERIAL (SLM)

12.1 INTEGRATED SERVICE MARKETING MIX The 4 Ps – commodity, price, promotion, and location – are commonly used to organise marketing activities. That is, marketers typically discuss these four basic strategic elements when addressing marketing strategies for manufactured products. However, when it comes to service marketing, this is insufficient. What does a service's marketing mix look like? Learn how to expand the four Ps of the classic marketing mix to create a full marketing mix for services. Product, price, spot, and promotion, or the 4 Ps, are the four basic pillars of every marketing strategy. However, three more Ps – individuals, physical proof, and method – are needed to define the distinct characteristics of services. This is important because the nature of services differs significantly from that of products: factors such as consumer participation in development and the value of the time factor necessitate the inclusion of additional strategic elements to produce a comprehensive marketing mix for services. Fig 12.1 • The item The product or service you're selling your customers is referred to as a product. You must be able to clearly identify what you're selling before you can effectively market a product or service. Are batteries used in the sale of a toy car? What does your service include in the call out fee and what would be paid as an additional extra if you're an IT company? • Cost 214 CU IDOL SELF LEARNING MATERIAL (SLM)

You'll need to assign a price tag to your product until you've explained the ins and outs of it. The cost of making the product, as well as the perceived value of the product by your consumers, must be considered when setting the price. In other words, if the product and price aren't in line, you won't sell as well as you'd like. If you try to sell a luxury car for R90 000, no one will believe it, and if you try to sell a poorly made car for R900 000, you'll have the exact opposite problem. • Choose a location Place is based on the first two P's and refers to the product's perceived value once more. To enter the right market with the right product at the right price, at the right time, you must distribute your product through the appropriate channels. You're unlikely to be profitable if you're selling a high-end cosmetics line in local hardware stores. • Publicity Promotion refers to how you plan to raise awareness about your product offering's presence as well as how it varies from that of your rivals. The promotional mix involves advertisement channels as well as other types of marketing such as personal selling, product promotion, and out-of-house advertising. The right promotional mix (how you advertise your product) is critical to its success. • Individuals Service personnel's posture and demeanour. People are the most important distinguishing factor in a service environment: unlike a tangible product, a service is clearly inseparable from the individual delivering it. A restaurant, for example, is good not only because of its good food, but also because of the good service offered by its employees. • Observable proof Anything from the service setting's appearance, architecture, and layout to brochures and equipment (the tangible parts of the actually intangible). Since services are intangible, most service providers strive to include certain concrete elements in their offerings. This allows for a better customer experience. For example, well-designed waiting areas with magazines, sofas, and other amenities are common in barber shops. To return to the restaurant example, you may notice that restaurants spend a significant amount of money on interior design and decorations in order to provide a tangible experience for their customers. The actual processes and flow of operations, as well as how the service is provided. The service delivery process is critical because it ensures that customers receive the same level of service every time. As a result, most businesses have something akin to a service blueprint, which lays out the specifics of a structured service delivery process. Quick food restaurants, for example, have clearly defined customer service procedures, which may include standardised phrases. 215 CU IDOL SELF LEARNING MATERIAL (SLM)

The marketing mix is made up of four components. Marketers needed to change the standard four P's (which focus mainly on product and profit) to be more consumer oriented as businesses shifted toward a more customer-centric business model. The four Cs were born as a result of this. “People don't buy products; they buy improved versions of themselves,” UserOnboard's Samuel Hulick said. As a result, the four Cs are critical in ensuring that the brand is customer-centric and evolves from a product or service to a solution to a customer's issue. The four Ps of the conventional marketing mix are translated into the four Cs in an effective marketing campaign. Translating the 4 P’s into the 4 C’s • The product becomes a solution for the consumer. Companies used to produce a product and would use ads and try to generate a demand in the general public. “Build it and they will come,” as the 1989 film Field of Dreams put it. Businesses are no longer needed to create needs, but rather to produce goods that can solve existing issues for consumers, thanks to instant access to information and solutions through the internet. As a result, businesses should invest in comprehensive market research. You must consider how you can offer solutions to your customers' problems while developing your goods. You're not selling a product; you're selling a solution to their problems. • The price becomes a loss to the consumer. The product's price is just one component of the overall cost of satisfying the customer's need. When calculating the overall cost to meet a consumer's need, consider how much it costs the customer in terms of time (e.g., travelling to a store), money (e.g., tax, gasoline, parking fees), physically (e.g., weight gain from sugar content), and emotionally (e.g., emotional distress) (e.g., the moral implications of eating meat). As a result, what would this solution to the customer's dilemma entail for him or her? • The location becomes more convenient The change from location to convenience refers to how simple (or difficult) it is for a customer to buy from you. Do you have a website where you sell your products? Is it dependable? What is the cost of distribution in addition to the price of the product? Are you a brick-and-mortar store conveniently located near your clients, or do they have to travel 40 minutes to get to you? It's just about the overall consumer experience's ease. All of these issues must be addressed in order to provide the customer with the most convenient solution. It's important that the business processes don't get in the way of the customer experience, or you'll lose customers. The user journey and user experience are more relevant than ever before, so make sure the path to purchase is as smooth and straightforward as possible. • Promotion transforms into communication 216 CU IDOL SELF LEARNING MATERIAL (SLM)

Marketing has traditionally been a one-way, interruptive operation. Promoting yourself meant bragging about how amazing you are to the rest of the world. Modern marketing has evolved into a two-way dialogue between brands and their customers. You need to start paying attention to what your customers are thinking about you on social media. What exactly do they need assistance with? Consumer choices are focused on interaction with brands and their own cultures. How do you collaborate with them to find a mutually beneficial solution? Interact with customers and be innovative and engaging. Successful marketing attracts the right consumers by winning their confidence and loyalty and establishing long-term partnerships that benefit both parties. 12.2 DEVELOPING AN EFFECTIVE AND EFFICIENT SERVICE MARKETING SYSTEM The following are some strategies: - • Market Analysis All modern marketing activities are built on the foundation of research. Extensive scientific studies will help you make more educated decisions on everything from the marketplace to brand testing. It will provide you with an objective foundation for service marketing as well as useful baselines against which to calculate your performance. You can better understand your customers by conducting research. Market research will help you figure out how well your business processes are working. You'll be able to see how the business is doing on various metrics and what marketing strategies in the service sector you need to improve. Market research has a clear influence. According to studies, businesses conduct thorough research into their prospects. Clients typically expand 3-10 times faster and are up to twice as profitable as competitors that do not conduct research. • Develop a niche strategy Niche targeting and specialisation are two of the most significant business factors for service marketing. According to research, some of the fastest-growing service companies are specialists in a narrowly defined niche. The niche should be a part of the industry that you are very familiar with, a place where you can establish yourself as an undisputed leader and expert. Your marketing campaigns will benefit greatly from specialisation. It clarifies what you do and sets you apart from the competition. Specialization is a distinguishing factor that has been proven. • A fast-loading website 217 CU IDOL SELF LEARNING MATERIAL (SLM)

Your company's website will be one of the most valuable assets in today's professional service marketplace. It's more than just a digital billboard, as many businesses previously assumed. A successful website is the hub of a service firm's online presence as well as an information-rich representation of your industry expertise. The website is an important tool for increasing brand awareness. When looking for a service provider, most potential clients turn to the internet. You'll have a great chance of winning a company if you have an easily navigable website where customers can find all the details they need. Furthermore, the website will assist you in demonstrating your knowledge and gaining greater business acceptance. Approximately 80% of people look for service marketing companies on the internet. The internet has now been the most widely used source of information. When a visitor arrives on your website, solid details and beautifully crafted deals will entice them to engage further. It will eventually bring you skilled company. The following diagram depicts the process of nurturing leads through material. Fig 12.2 The architecture is the second aspect of the website that you should think about. Graphic and web designs can have a big impact on audience awareness and recall, as well as intuitively and quickly distinguishing businesses. 218 CU IDOL SELF LEARNING MATERIAL (SLM)

The importance of a well-designed website is often overlooked. As a result, a business has a fantastic opportunity to differentiate itself from the competition and express the prestige required to reap the benefits. It's also crucial that the website is compatible with a variety of devices. Computers, Androids, tablets, phones, and other devices fall into this category. As more consumers use mobile and portable devices for business, responsive design, which enables a website to adapt to a viewer's computer, has become one of the most important features for businesses. Websites that are \"mobile oriented\" are now ranking higher in Google's search results. Making a sensitive website is now a requirement for service marketing companies. • Search engine optimization (SEO) As previously mentioned, your target audience must be able to easily find your website. In this regard, the website must be reliable. This is where SEO comes into play. Because of its significance in the online service marketing puzzle, high-growth companies consider SEO to be one of the most effective traffic-driving strategies available. SEO is a dynamic and nuanced discipline that is constantly changing. It is made up of two main parts. Onsite SEO: This approach communicates the content of your website using targeted keywords that will cater to your target audience. Keyword phases are usually focused on the services that you provide, and they assist search engines in providing more accurate data to searchers. And they'll end up on your website if they're looking for information about a service area in which you specialise. Offsite Search Engine Optimization (SEO): Backlinks to your website can be obtained through guest posts on other websites or through third-party interaction. These efforts strengthen the website's role as a recognised expert in your field of interest. Popular search engines will recognise your reputation as more important and high-quality websites connect to your site, resulting in higher rankings. • Use of social media Here's some information if you need more proof that social media is essential for professional services. More than 60% of all customers use social media to research new service providers, making it one of the most widely used information sources other than structured reviews or referrals. In reality, since the advent of social media, the essence of referrals has shifted. According to a recent referral marketing survey, nearly 17% of all expertise-based referrals are made through social media interactions. Simply put, social media serves as a catalyst for getting your experience, credibility, and content in front of your target audience. It assists you in 219 CU IDOL SELF LEARNING MATERIAL (SLM)

connecting with important influencers and contacts, as well as monitoring your brand through social media listings. • Promotional materials You can advertise your service marketing company on a variety of platforms. The following are common examples. • Blogs and magazines related to the service industry • Use of social media • Google AdWords, search engine marketing (SEM), Yahoo, Bing, and other search engines and portals • Retargeting: A cookie-based technology that uses JavaScript code to monitor your audience around the internet and deliver relevant ads to them. Advertising isn't just about promoting the service. It also helps to push content downloads, which helps to increase awareness and knowledge. Remember to use the different types of advertisement that are most appropriate for your professional services. LinkedIn and other service industry-oriented advertisement networks are often the most successful. These networks allow marketers to specifically target the right consumer audience, resulting in increased conversation, higher click rates, and lower download costs. SEM, on the other hand, is typically more costly and difficult to target for professional services expansion. At the same time, Facebook ads could be less successful than other comparable networks because professional service clients are less likely to use it. At the same time, it's important to note that each form of advertising has many variations. Depending on the advertisement's intent, budget, targeting, or industry niche, a service marketing firm can find them to be quite effective. • Promotion of referral services Over time, the nature of professional service referrals has evolved. This has had a major effect on service marketing strategies. More than 81 percent of service providers have received referrals from individuals who have never used their services. But where do all these recommendations come from? The majority of them are based on the firm's experience or 220 CU IDOL SELF LEARNING MATERIAL (SLM)

credibility. Table 12.1 Content marketing can be used in conjunction with the previous strategies. You will create goodwill for your brand and a strong reputation for your specialised domain in this way. You build brand recall among people who have never worked with you before. As a result, more referrals and new business are created. • Marketing automation, customer relationship management, and lead nurturing Automated marketing: It automates repetitive manual processes that require a high level of human interaction. Technology is assisting the transition. Automation unifies all online service marketing platforms into a centralised, centrally coordinated framework for campaign and programme development, management, and measurement. It's just as important to choose the right service marketing automation platform for your business as it is for any other technical tool. The solution's complexity, scalability, and scale must all be appropriate for your needs. CRM: The customer relationship management (CRM) framework is another useful piece of software. CRMs are widely used to monitor and organise client information as well as to search for new business opportunities. In short, regardless of how complicated your operations get, a CRM module will help you remain linked and coordinated. The CRM framework serves as a database for all related information about clients and opportunities, as well as extensive notes on experiences. The staff can enter data, store it, and access it whenever they need it. It results in the coordination of activities through your company's different departments. Nurturing the leader: CRM isn't the end-all solution for acquiring new clients. Remember the earlier diagram of the lead-nurturing funnel? The website is a crucial component of the puzzle. The importance of email marketing cannot be overstated. Targeted email service marketing strategies based on 221 CU IDOL SELF LEARNING MATERIAL (SLM)

analytics help you deliver both hard and soft deals for specific categories of customers, customised to their needs. Drip email campaigns, on the other hand, allow you to submit targeted offers to specific segments of your audience over time. It establishes a much closer relationship between the service provider and the customer, as well as educating them through appropriate and sequential offers and content. • Optimization and testing Testing and optimization help you to plan your marketing campaigns and make decisions based on hard data rather than assumptions. Though analysis is the foundation of marketing, testing and optimization should be done on a regular basis. Marketing campaigns can never be stopped from being tested. They can, however, be tailored to meet consumer demands. Landing page and email A/B testing: Learn which landing pages or emails convert users the best in different designs, languages, or other elements using common A/B tools like Unbounce or Optimizely. Rendering of landing and email pages: Test the rendering of pages on different platforms and devices with tools like Email on Acid to ensure they work as they should. • Reporting and analytics To accurately evaluate outcomes, it's always necessary to analyse the right metrics. However, you must have the right resources in order to collect accurate data. This includes social media, the website, and search engine optimization. Google Analytics, among other things, is a critical method for measuring and analysing the traffic that comes to your site. MOZ can help you boost your SEO performance, and Hootsuite and other similar tools can offer you comprehensive social media analytics. Regular research and analysis will help you figure out what's working and what isn't. Make good use of them. They'll assist you in transforming your service marketing activities from an art to a science. 12.3 INTEGRATION OF SERVICE QUALITY MEASURES AND MANAGING QUALITY Management of Service Quality Service Quality Management is the method of ensuring the quality of services provided to a customer in accordance with his requirements. It essentially evaluates the quality of a service in order to enhance it in the future, detect issues, and fix them in order to maximise customer satisfaction. The control and maintenance of an organization's various services provided to consumers is referred to as service quality management. Service quality control is critical to managing consumer expectations and business development, whether you're in the tech business or work in the food, hospitality, or travel industries. The service quality may refer to the service capacity (qualifications of those providing service), the service process (quickness, reliability, and so on), or the service outcome (meeting customer expectations). 222 CU IDOL SELF LEARNING MATERIAL (SLM)

Service Quality Dimensions Measuring service quality is based on the customer's experience, which can vary from what is predicted. Several models, such as the SERVQUAL model, the RATER model, and the e- SERVICE QUALITY model, are used to assess the difference between planned and perceived service. The following are the key dimensions of determining service quality: • Reliability – This refers to the ability to provide the service on time and as promised. It would be the right technical functioning of the application as well as different features such as GUI features, billing, product details, and so on in software service. • Responsiveness – The pace at which services are provided to customers and the timeliness with which services are delivered. That will be the opportunity to respond to customer complaints or have solutions in the case of software services. • Assurance – This is a metric about how good a company can instil confidence in its consumers and how well it extends courtesy. Software assurance refers to a customer's level of trust in using a software programme or navigating a website, as well as his belief in the information given and its clarity, credibility, and other factors. • Empathy – Giving customers individualised consideration, respecting their needs, and caring about them. Customized apps, one-on-one customer attention, security privacy, and an awareness of customer needs will all be part of the software service. • Tangibles – physical characteristics such as appearance, appliances, and services. When we talk about digital services, the tangibles include the software application's or website's aesthetics, navigation features, usability, versatility, and so on. Software Quality Assessment Software quality measurement and assurance refers to procedures for determining whether produced software complies with standardised requirements and functions correctly. SQA (Software Quality Assurance) is an important part of the software development life cycle since it tests the software's various attributes on a regular basis before it is released. Businesses will ensure that high-quality software services are provided to customers on time this way. Software testing, verification and validation, and other methods are used to find bugs and errors and correct them accordingly. For a deeper understanding of software quality measurement, let's look at some aspects of software inspection, defect tracking, and measurement. Software testing is the method of evaluating software performance by providing inputs and observing outputs to ensure that the programme meets the required technological, functional, user, and business specifications. This Software Testing course will give you a better understanding of the various forms of testing methods that are commonly used. Testing is a step in the software development process that entails checking the code, finding defects or bugs, and assessing various functionalities such as usability, security, compatibility, performance, and installation, among others. 223 CU IDOL SELF LEARNING MATERIAL (SLM)

Methodologies for Testing Static testing refers to the processes of checking, evaluation, walkthroughs, and other similar activities that verify software without actually running it. Syntax, code structure, data flow, and static analysis such as mutation testing are all used to ensure that the test cases are effective. Dynamic Testing – Dynamic testing refers to the method of executing programmes with the aid of test cases and validating applications. This type of testing is performed before the programming is finished, so that individual pieces of code can be tested using tools like stubs or drivers, and it can be done manually or automatically. White-Box Research – A testing technique in which the application's internal system is extensively tested and is used in unit, functional, and system level testing processes. Except for unimplemented parts or incomplete conditions, it effectively detects the maximum number of errors or bugs. The following are some examples of white-box research techniques: • Code coverage – test cases are developed to cover a certain criterion of coverage • Fault injection methods – faults are injected into the system to measure the efficiency of the testing strategy • Mutation testing methods – new software tests are developed to measure the performance of a system Testing in a Black-Box Environment – This entails checking the software's functionalities without delving into the code or system's nuanced details. The front-end features are reviewed, as well as many scenarios for user acceptance and integration, among other things. 12.4SUMMARY • IMC's main aim is to influence people's perceptions of importance and action through targeted communication. IMC's growth and spread are closely linked to rapid technological innovation, rapid globalisation, market deregulation, and individualization of consumption habits. • According to the research, integrated marketing communications play an important role in marketing by lowering costs, growing sales, raising brand awareness, and promoting a positive brand image. • The IMC strategy is completely reliant on the future of marketing planning and execution. The current rate of IMC analysis has proven to be significant enough to mitigate the challenge of decreased IMC use. • IMC identifies the interventions' potential impracticality. The result is that there is no single test that can effectively assess IMC effectiveness. Its efficacy, on the other hand, can be assessed by looking at IMC tools and the results of implementing IMC 224 CU IDOL SELF LEARNING MATERIAL (SLM)

systems as a result of particular tools. The strategists have proposed a broad marketing combination that includes individuals, method, and physical proof. • For a variety of factors, service pricing differs significantly from that of products. For example, services can be differentiated based on their price, with a higher price indicating higher quality. Another aspect that distinguishes services from products in terms of pricing is the cost variable involved. 12.5 KEYWORDS • Integrated: composed and coordinated to form a whole • Fragmentation: The act of fragmenting or something fragmented; disintegration. • Integrated Marketing: Integrated Marketing communication can be used to develop brand awareness, increase consumer demand and change beliefs towards product • Assurance: the ability to convey trust to the customers and how well they extend the courtesy • Code coverage – test cases are developed to cover a certain criterion of coverage • CRM: Customer Relationship Management refers to all strategies, techniques, tools, and technologies used by enterprises for developing, retaining and acquiring customers. • Brand: A name, symbol, logo, or other item used to distinguish a product, a service, or its provider. 12.6 LEARNING ACTIVITY 1. Highlight the importance of PR activities in developing an effective IMC Plan. Support your answer with relevant example ___________________________________________________________________________ __________________________________________________________________________ 12.7UNIT END QUESTIONS A. Descriptive Questions 225 Short Questions 1. What do you mean by Direct marketing? 2. What is Black box Testing 3. Define Advertising CU IDOL SELF LEARNING MATERIAL (SLM)

4. What is meant by sales promotion? 5. How do you measure software quality? Long Questions 1. Assume that you have been appointed as Manager for a Multinational Firm entering Indian markets with its brand of “Packaged Salted Waters”. Design an ‘IMC Programme’ for this firm in the capacity of Marketing Manager. Justify your answer appropriately 2. Explain in detail about tools for measuring Service Quality 3. Describe the role played by ‘Direct Marketing’ in the Communication Mix 4. Develop a detailed ‘Advertising Plan’ for a company who wish to launch a new range of biscuits in their existing brand. (make necessary assumptions). 5. Explain in detail about developing Efficient and Effective Service Marketing Model. B. Multiple Choice Questions 1. The use of email, fax, internet or telephone to communicate with specific prospects and customers is a. Sales promotion b. Direct marketing c. Personal selling d. Advertising 2. People-to-people oral, electronic or written form of communications that associate with experiences or merits of buying or using services or products is a. Interactive marketing b. Direct marketing c. Personal selling d. Word-of-mouth marketing 3. Fair and trade shows, exhibits and demonstrations are examples of: 226 a. Sales promotion CU IDOL SELF LEARNING MATERIAL (SLM)

b. Direct marketing c. Events and experiences d. Advertising 4. Fairs and trade shows are an example of a. Interactive marketing b. Direct marketing c. Personal selling d. Word-of-mouth marketing 5. Services provided by marketing channels to their customer in a collective way is classified as a. Functional Integration b. Product Integration c. Channel Integration d. Location Integration Answers 1 – b, 2 – d, 3 – a, 4 – c, 5 - c 12.8 REFERENCES Text Books: • Zeithaml V. A. ,Bitner M. J. and Pandit, A., Services Marketing, 5th Edition, Tata McGraw Hill Publishing Co. Ltd. New Delhi. • Lovelock C. H., Wirtz, J. and Chaterjee, J., Service Marketing: People, Technology, Strategy, 6thEdition, Pearson Education, New Delhi. Reference Books: • Hoffman, K. D. & Bateson, J. E.G., Marketing of Services, Cengage Learning, • Kurtz D. L. and Clow K. E., Services Marketing. Biztantra, New Delhi. • Nargundkar, Rajendra, Services Marketing Text and Cases, 3rd Edition, Tata 227 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 13: MARKETING OF SERVICES Structure 13.0 Learning Objectives 13.1 Introduction 13.2 Overview of Different Service Sectors 13.3 Marketing of Banking Services 13.4 Marketing in Insurance Sector 13.5 Marketing of Education Services 13.6 Summary 13.7 Keywords 13.8 Learning Activity 13.9 Unit End Questions 13.10 References 13.0 LEARNING OBJECTIVES After studying this unit, you will be able to: • To make the students understand the various services offered and various risks faced by banking sector and make them aware of various banking innovations after nationalization • To give them an overview about insurance industry which help the students understand various principles, provisions that govern the General Insurance schemes. • Banking and Insurance service comprises commercial banks, insurance companies, non-banking financial companies, cooperatives, pensions funds, mutual funds and other smaller financial entities. • Demonstrate knowledge of the operation and management of insurance entities, and the economic implications of organizational design and structure. • Develop skills to facilitate insurance product cost and pricing, marketing, and distribution. 228 CU IDOL SELF LEARNING MATERIAL (SLM)

13.1 INTRODUCTION “1. Activities, rewards, or satisfactions that are offered for sale, or 2.Are given in conjunction with the sale of goods,” according to the American Marketing Association. The pre-sale and after-sale services listed in the second half of the description are those used in the sale of products to the customer, e.g., services of machinery installation, servicing, and repairs, credit and delivery services, and so on. The selling of products to the consumer is normally not included in the marketing of these types of services. These habits, rewards, or satisfactions are intangible in nature, meaning they are not observable things that can be seen, tasted, felt, or transferred. The operations, rewards, and satisfactions provided for sale by service providers form a daily market for such services. Personal services (hand laundry, photographers, barber), and technical services (domestic, workplace, warehouse, workers) are examples of these services (accountant, lawyer). When a customer purchases a service in the service industry, he is purchasing the time, expertise, ability, or resources of another service provider or supplier. The customer receives satisfactions or benefits as a result of the provider's operations, which can be a person, a business, or a corporation, i.e., an organisation that specialises in selling specific benefits or satisfactions. We now live in a service-based economy. Just like there was a transition from farm to plant, there is now a transition from production to operation. If an industrial society is characterised by the quantity of commodities that make up a standard of living, a post-industrial society is defined by the quality of life as measured by the facilities and amenities — health, education, leisure, arts, and entertainments — that are now considered desirable and accessible to all for all-round self-development. Many businesses are open to purchasing specialised services from other service providers. Instead of hiring repair personnel, they hire specialist maintenance firms. Similarly, rather than hiring specialists, they choose to hire specialists such as management consultants, auditors, attorneys, tax experts, valuation experts, and so on. As a result, we now have specialised consulting companies and institutions eager to offer specialised services to businesses. We have advertising agencies, marketing research agencies that provide promotion services, stock broker firms that are experts in buying and selling securities, financial institutions that provide financial services, transportation and warehousing companies that provide physical distribution services, and insurance companies that sell insurance, among other things. These service providers provide specialised services and assist with industrial and marketing activities. We now live in a world where specialisation is the standard. As a result, we need 229 CU IDOL SELF LEARNING MATERIAL (SLM)

experts to file our income tax returns, manage our accounts, and resolve our personal health issues, among other things. 13.2 OVERVIEW OF DIFFERENT SERVICE SECTORS India's Service Sector #1: Trade: Trade is a significant part of India's GDP. At constant rates, GDP from trade (including wholesale and retail in the organised and unorganised sectors) increased by 9.1% from Rs.4,33,967 crore in 2004-05 to Rs.6,71,396 crore in 2009-10. In the last four years, however, the share of trade in GDP has remained relatively constant at around 15%. The rate of real GDP growth has accelerated in the last decade. During the last five years, it has been between 8% and 9%. This rapid growth implies that the population's disposable income, especially that of the middle class, is increasing. The retail industry has benefited from the increase in consumer population. Although some organisations have made estimates, there are no official estimates of the size of the retail trade in the country. According to the International Council for Research on International Economic Relations (ICRIER) report of 2008, jobs in the retail sector accounts for 35.06 million people, or 7.3 percent of the country's workforce. The contribution of the retail sector to GDP is expected to be in the range of 10% to 12% based on job intensity in retail trading. The Indian retail scene is dominated by a large number of small and decentralised traders. According to one survey, there are 1.3 crore of them. The retail industry has piqued the attention of the structured corporate sector. The modern format of retailing (i.e., structured retailing) is attracting domestic and foreign investment, thanks to rapid GDP growth and increasing disposable income of the consuming groups. India's Service Sector Shipping is crucial to the country's economic growth, especially in terms of international trade. Since energy resources such as coal, crude oil, and natural gas are primarily transported by ship, the Indian shipping industry plays an important role in the country's energy security. Furthermore, during times of crisis, Indian shipping contributes to the continuous supply of necessities and can act as a backup protection. By volume, 95 percent of the country's trade is transported by sea, and 68 percent is transported by sea in terms of value. Despite having one of the world's largest merchant shipping fleets among developing countries, India was ranked eighteenth in the world in terms of dead weight tonnage (DWT) as of January 1, 2010. After excluding the countries with \"flags of choice,\" India's share is low at 1.17 percent, while China's is roughly three times higher. Until the beginning of 2004-05, India's shipping tonnage (capacity) remained virtually unchanged at around 7 million gross tonnages (GT). However, the Government of India's 230 CU IDOL SELF LEARNING MATERIAL (SLM)

tonnage tax regime, which was implemented that year, boosted the growth of the Indian fleet as well as its tonnage. The Indian fleet currently has a capacity of 10.16 million GT and 1040 ships (as of January 1, 2011), with the Shipping Corporation of India, a public-sector undertaking, accounting for 35.3 percent of the country's shipping tonnage. India's overseas trade accounts for 9.1 million GT, with 340 ships, while coastal trade accounts for the remainder. The total foreign exchange earnings/savings of Indian ships reached a new high of 14,589 crores in 2007-08. After accounting for financial expenses, net foreign exchange earnings/savings of Indian shipping companies were about 61 percent of total earnings/savings at Rs.8952 crores. To help the Indian shipping industry develop and become more competitive on the global stage, the government has taken a number of steps, including bringing all types of ships under open general licence, allowing 100 percent FDI in the shipping and port sectors, and providing cargo support to Indian shipping lines through the Char-ter for Centralized Shipping Arrangements. # 4: Port Services: As the country's foreign trade gateways, ports play a critical role in the country's overall economic growth. India has a long coastline with 13 major ports and approximately 200 minor ports. Until 2008-09, major ports handled about 72 percent of total cargo handled by volume and non-major ports handled the rest, but with the growth of private ports, major ports' share dropped to 67 percent in 2009-10. Despite the recessionary trend and downturn in exports, traffic at major ports increased by 2.2 percent and 5.74 percent, respectively, in 2008-09 and 2009-10, compared to 2007-08. The finalisation of a model concession agreement for awarding projects on a public-private partnership (PPP) basis in 2008 and the implementation of web-based port community systems are two recent developments in the port services field. Singapore is ranked first in the world, followed by Shanghai and Rotterdam, with Madras and the Jawaharlal Nehru Port Trust (JNPT) in the 70th and 71st positions, respectively, in terms of total cargo volume. In terms of container traffic, Singapore is first, followed by Shanghai, and the JNPT is 25th. In 2009-10, the average turnaround period in major Indian ports was 4.38 days, with some ports, such as Paradip, Kolkata, Vizag, and Kandla, having higher turnaround times. The average production per ship-berth-day was 10,168 tonnes, which was more than double the JNPT average and less than a fifth of the average in Kolkata port. With India's average turnaround time already being high by international standards, and Singapore's turnaround time being less than a day, the rise in average turnaround time and average pre-berthing time, as well as the drop in average performance per ship-berth-day in 2009-10, is cause for concern. 231 CU IDOL SELF LEARNING MATERIAL (SLM)

13.3 MARKETING OF BANKING SERVICES Since banks mainly deal in services, the formulation of product mix must be flexible enough to adapt to changing market conditions. Of course, public sector commercial banks have introduced a range of policies and programmes aimed at the growth of underdeveloped regions and the welfare of the poorer sections of society, but it is also important to note that their development-oriented welfare programmes do not meet national socio-economic needs. The company of public sector commercial banks has been affected by a proportional reduction in the number of customers. The changing psychology, rising expectations, rising profits, changing lifestyles, increasing dominance of international banks, and changing needs and requirements of the general public necessitate that they innovate their service mix and make it of worked class. The production of new generic products is a difficult task, particularly in a controlled business climate. However, it is critical that banks develop a package that is sensitive to changing market conditions. In light of this, we believe it is critical that banking organisations reduce, magnify, merge, and change their service mix. The banks should follow two criteria when determining the service mix: the first is concerned with the processing of product to consumer needs, and the second is concerned with the processing of market needs to product. The needs of the target market are expected and visualised in the first step, and as a result, we expect the prices to be profitable. The banks respond to the expressed needs in the second phase, which is why we call it reactive. It is critical that each product be tested against industry-accepted technical requirements. This is due to the fact that no customer will purchase a product with technological flaws. Technical excellence in service entails timely delivery, disposal, and presentation of accurate data, proper filing, and documentation, among other things. If machines start disobeying orders and consumers receive incorrect information, the use of technology becomes a liability, and you have no excuse for your mistakes. Marketing aims not only at delivering but also at innovating services schemes that are new to rivals in comparison to consumers. The bank would benefit from increased customer loyalty. Additional attractions, such as product beauty, will be a plus point in your mix, assisting you in a variety of ways. As a result, it is critical that banking organisations are committed to the innovation process and strive to improve their peripheral services well ahead of their competitors. We can also see the banks' product portfolios. It is also important that bank professionals ensure that core and peripheral resources are synchronised while putting together the services mix. To be more precise, the peripheral services need extra attention because the core services are mostly the same. Marketing experts continue to have a significant role to play in the innovation of ancillary services. We can't deny that if international banks have been receiving positive feedback, it's because of their creative peripheral services. As a result, product mix design is discovered to be a daunting process that necessitates world-class professionalism. 232 CU IDOL SELF LEARNING MATERIAL (SLM)

13.4 MARKETING IN INSURANCE SECTOR The promotion of insurance policies is what insurance marketing is all about. When it comes to the insurance industry, this type of marketing is crucial. Insurance marketing occurs often in both the life and non-life insurance departments. What kind of advertisement and advertising is best for your insurance company? This isn't a one-size-fits-all situation. You must first determine how much money you have and then operate from there. You must also understand who your target group is. Are you going to sell one form of insurance, such as life insurance, or a range of insurances, such as health insurance, car insurance, and home insurance, for example? What kind of audience are you looking for? The more information you have, the better equipped you will be to determine what type of insurance marketing you can use to expand your business. One marketing strategy that is well worth the investment is online ads. Getting a web presence will put you on the cyber map and get you noticed as the Internet gains more power and impact. According to surveys, approximately 75% of all households have access to a computer and Internet resources. Find out what you need to do to get online now, before the percentage rises anymore! The way to go is to use block line ads in trade magazines, business newsletters, and periodicals. This is due to the fact that business professionals read these articles to stay informed. As an industry expert, you can also have your company listed in one or more of these publications. Insurance marketing can be done in a variety of ways, including television commercials and print advertising. The disadvantage is that both can be very costly. If you use one of these strategies, you will end up spending much more than your advertising budget. If you can afford it, however, you can either work with an external advertising firm or hire one to help you create a campaign that is tailored to your specific needs. Of course, the aim is to gain visibility and increase sales. If you decide that print ads are the best fit for your style and budget, coloured ads are the costliest to create but can be very eye-catching. For your ads, you can also choose a \"reverse kind.\" Consider how black and white television used to look. The ad will be white with black lettering on a black backdrop. The black background draws attention to the lettering and creates a memorable effect. 13.5 MARKETING OF EDUCATION SERVICES MARKETING MIX OF EDUCATIONAL SERVICES Finished product 233 CU IDOL SELF LEARNING MATERIAL (SLM)

In the case of educational services, the commodity is the students, and the services are the intangible deals made by the educational institutions (such as the course itself, faculty services, and so on). In this case, an institute's commodity is its facilities. Educational organisations promote their organisation and create brand awareness in the competitive market through goods and services. Fees / Prices The price refers to the rate a student pays for the services he or she receives. Competition, service quality, positioning, prestige of the institution, private or public ownership, infrastructure, facilities given, institute position, mode of education, educational institution brand name, and so on all influence it. The quality of the services given to the students is reflected in the price. As a result, institutions may use it as a marketing tool. The Location The location of an educational institute is referred to as the place. The service centre is another name for it. If the institute is situated in a metropolis, it would have a far greater competitive advantage than if it is located in a rural area. As a result, location is an important promotional tool for them. Promotional opportunities All of a service provider's communications in the marketplace are referred to as promotion. Advertisement, public relations, word of mouth, point of sale, publicity, direct and online marketing, and so on are all examples of promotion. Rather than focusing on all aspects of promotion, the educational institute focuses 74 on two of them: advertisement and web-based marketing. Positive word-of-mouth networking has been found to be the most effective marketing method for them. Individuals The term \"people\" refers to the teaching community as well as the non-teaching community who are directly or indirectly involved in the services provided to students. Students' satisfaction and retention are solely dependent on the teachers' ability to provide their best services to them. Teachers are not referred to as \"gurus,\" but rather as \"facilitators\" or \"support providers.\" The competency, effectiveness, quality, honesty, commitment, and devotion of the teaching community of an educational institute, especially a professional educational organisation, are all dependent on the institute's growth and life. The most vibrant part of the educational services marketing mix proved to be people. The Procedure The method refers to the processes, structures, and flow of activities that lead to a value exchange. The manner in which service providers offer services to students is critical in achieving competitive advantages. If the service process is hassle-free, quick, understandable, 234 CU IDOL SELF LEARNING MATERIAL (SLM)

student-friendly, and technology-based, the organisation would undoubtedly stand out. Examples include how a staff member treats a student and how an instructor provides care, as well as the amount of time a student must wait to receive services from them. STRATEGIES OF EDUCATIONAL SERVICES Make It Simple: At the heart of every effective initiative is an interactive website tailored to the particular audience the organisation is attempting to attract. The sophistication of the website reflects the organization's training and communications needs as well as its expenditure. Regardless of those factors, the platform must have the polished look and usability that consumers are used to seeing on customer websites. It must meet the needs of time-pressed professionals who need to rapidly locate and process information. Make It Useful: A customer-driven educational marketing solution must also include subjects and formats that help consumers meet their fundamental goals and priorities that are motivating them to consider your goods and services. Customers who are well-informed demand more in return for their trust. Consider the case where your business produces and sells high-quality, energy-efficient windows. You'll want to include more than product requirements and energy efficiency data to create an intimate consumer relationship and firmly establish your brand. You would want to provide homeowners with a learning guide on how to perform an energy efficiency audit of their house. You would want to provide information on federal income tax benefits as well as case studies on how to maximise your credit. Alternatively, you might create a design simulator that allows homeowners and experienced designers to imagine how your goods would look and what efficiencies they will achieve. Make it new: People lose interest in websites that don't give them a good reason to come back. Companies must publish new educational content on a regular basis, just as they do with other forms of content, and be willing to retire content that consumers dislike or don't use regularly. Customers may be invited to sign up for email content updates. Manage It: A successful instructional marketing website must collect important consumer information behind the scenes, such as what content the customers want to see. It Is Measurable: Decision makers can easily see the effects of educational marketing using scorecards and dashboards. As previously stated, an instructional marketing platform can provide rich data that can provide keen insights into the desires and behaviours of your consumers and prospects. Marketers can see the effect of consumer education on product sales and obtain macro-level information to focus marketing efforts using website analytics and content usage data. 13.6 SUMMARY • To Understand the risks faced by banks towards inflow and outflow of cash and ways 235 CU IDOL SELF LEARNING MATERIAL (SLM)

to overcome them. • Understand the difference between Life & Non Life Insurance and how to choose life insurance policies based on their needs and scheme offered by insurance companies. • To Examine the role of public policy including social insurance in personal financial planning and risk management. • Service consumers experience a high level of perceived risk when compared to consumers of products because of the intangible nature of services. Service providers should aim to promote their services in order to eliminate the elements of this perceived risk. • Many service organizations involve their personnel both at the point of frontline delivery and during the production process that does not involve the final consumer. Many services involve consumers as co-producers in designing the service offering to suit their individual preferences. • The major function of banking industry is storing money, transferring money, lending money, and financial services. The Drawing salaries, paying bills, buying homes, building up savings and taking out loans all involve transactions with banks. Businesses also rely on the banking system for settlement of their transactions and meeting other financial needs. 13.7 KEYWORDS • Commercial Banks: These banks play the most important role in modern economic organisation. • Exchange Banks: Exchange banks finance mostly the foreign trade of a country. • Savings Account. These are deposit accounts meant to help consumers save their money. • Current Account. Current accounts are mostly business accounts where money is frequently transferred between financial accounts. • Routinised Response: repurchase of the same service offering time and again. • Service Encounters: actual interaction between the service provider and the customer. • Tangible Level of Product: manages the appearance of the product. 236 CU IDOL SELF LEARNING MATERIAL (SLM)

13.8 LEARNING ACTIVITY 1. Prepare a tangibility spectrum and product-service continuum including services other than those given in this section. Visit a few service providers like hairdressers, educational institutes, doctors, etc. and ask them what they know about the expectations of their customers. Also ascertain the changes made by them as per customer expectations. ___________________________________________________________________________ ___________________________________________________________________________ 13.9 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What are the various types of relation between banker and customer? 2. Discuss about various types of loans and advances issued by commercial banks? 3. What is Pre sale and after sales services 4. Explain role performed by bank employee? 5. List out any five important sector involved in service Industry Long Questions 1. Discuss about the Emerging role of banker and banks in economic development? 2. Explain in detail about services offered by Insurance Sector 3. Do you think that E-banking is more effective than traditional banking? Discuss? 4. Discuss about IRDA powers ,duties and functions ? 5. Explain in detail about Marketing of Education services. B. Multiple Choice Questions 237 1. Which of the following is not a public sector bank in India? a. Andhra Bank b. Federal Bank c. IDBI Bank d. Vijaya Bank CU IDOL SELF LEARNING MATERIAL (SLM)

2. What is the expanded form of the term ALM used in banking sector? a. Asset Liability Maintenance b. Asset Liability Management c. Asset Liability Manipulation d. Asset Liability Maximisation 3. Which of the following is not a part of India's Money Market? a. Banks b. Bill Markets c. Call Money Market d. Indian Gold Council 4. In pursuance of which one of the following was the General Insurance Corporation of India was formed? a. General Insurance Business (Nationalisation) Act, 1972 b. Insurance Act, 1938 c. Insurance Amendment Act, 2002 d. IRDA Act 1999 5. Which one of the following does not belong to the major general insurance private sector companies in India? a. Bajaj Allianz General Insurance b. Reliance General Insurance c. Royal Sundaram Alliance Insurance d. The Oriental Insurance Company Answers 1 – b, 2 – b, 3 – d, 4 – a, 5-d 238 CU IDOL SELF LEARNING MATERIAL (SLM)

13.10 REFERENCES Text Books: • Zeithaml V. A. ,Bitner M. J. and Pandit, A., Services Marketing, 5th Edition, Tata McGraw Hill Publishing Co. Ltd. New Delhi. • Lovelock C. H., Wirtz, J. and Chaterjee, J., Service Marketing: People, Technology, Strategy, 6thEdition, Pearson Education, New Delhi. Reference Books: • Hoffman, K. D. & Bateson, J. E.G., Marketing of Services, Cengage Learning, • Kurtz D. L. and Clow K. E., Services Marketing. Biztantra, New Delhi. • Nargundkar, Rajendra, Services Marketing Text and Cases, 3rd Edition, Tata 239 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT 14: MARKETING OF SERVICES Structure 14.0 Learning Objectives 14.1 Marketing of Tourism and Airlines 14.2 Tourism marketing 14.3 Airlines marketing 14.4 Marketing of Hospitality Services, 14.5 Healthcare Marketing 14.6 Social Service by NGOs 14.7 Marketing of Online Services 14.8 Marketing of Professional Services 14.9Summary 14.10 Keywords 14.11 Learning Activity 14.12Unit End Questions 14.13References 14.0 LEARNING OBJECTIVES After studying this unit, you will be able to: • Describe and understand the role of health and hospital services to Recognize milestones in the development of the airline industry and explain how profitable is measured in this sector • Describe about water-based transportation segments including travel and tourism sectors • The Hospital, airlines services include the high cost of health care, long wait times for certain procedures, the ease and affordability of international travel, and improvements in both technology and standards of care in many countries 14.1 MARKETING OF TOURISM AND AIRLINES A tourism marketing plan is a strategy that includes a mix of strategies, methods, and services aimed at achieving commercial and social goals. 240 CU IDOL SELF LEARNING MATERIAL (SLM)

A tourism product is a collection of assets and services centred on one or more attractions that cater to the needs of tourists. Attractiveness These are the \"raw materials\" of the tourism product, and as such, they are a part of the territory where the company is based. They are made up of natural and cultural resources, locations, and events that pique the visitor's interest and inspire him or her to act based on their characteristics or position in a sense. Services and facilities Tourist facilities refer to the infrastructure, equipment, and services that allow tourism to take place: visitors enjoy the attractions while remaining healthy. Affordability This makes it easier for tourists to get to tourist destinations by improving infrastructure, transportation, and connectivity. The aim of tourism product creation is to boost revenue in the industry. Tourism product creation entails putting in place a robust plan of action to deal with expected increases in business in the short, medium, and long term. All stakeholders in the tourism system, including the local/rural population, developers, investors, governments, visitors, and other stakeholders, should be considered in action strategies for the growth and management of tourist destinations. By implementing a variety of techniques, tourism product creation seeks to achieve long-term sustainable development. These policies concentrate on a general concept of increasing competitiveness, creating an inclusive industry by encouraging people to work together more closely, and developing and maintaining the ecosystem. 14.2 TOURISM MARKETING CATEGORIES OF TOURISM PRODUCTS Tourism in the natural world Exploring protected areas by walking or riding through the forest, on the mountain, or on the beach, navigating rivers, lakes, and the sea, and observing flora and fauna, as well as other natural attractions such as waterfalls and caves. Cultural tourism with a twist Participation in everyday life activities and various cultural events, such as music, dance, and arts, rites or religious holidays, etc., with native groups. Agritourism is a form of tourism that involves visiting farms. Participating in agricultural cultivation, livestock, handicrafts, and other traditional agricultural activities in rural communities. Tourism centred on the past Visiting special places to see temples, sculptures, architecture, civil, military, or religious artefacts, ancient culture geological remains, local museums, and paleontological sites. 241 CU IDOL SELF LEARNING MATERIAL (SLM)

Tourism for health and well-being Today's tourism motivators include a growing interest in exercise, disease prevention, good health, new age therapies, and alternative treatments to relieve various types of stress. Visits to holy sites with communities; involvement in ceremonies and treatments with healers and shamans are examples of such tourism. Medical tourism is a growing trend. This has been described as the practise of seeking health care across international borders. Religious tourism is growing in popularity. Religious tourism, also known as faith tourism, entails travel for religious reasons, pilgrimages, missionary work, and other similar purposes. Tourism centred on sports Fishing and hunting for fun, as well as activities that involve advanced training and equipment, such as canoeing, hiking, and rappelling. Tourism for scientific purposes Observation and analysis of flora, fauna, and geology, as well as local food plants and traditional medicinal knowledge, and their applications in biodiversity conservation. Tourism Destination Branding To brand a tourism destination, you must create a distinct identity, or brand, that is based on fact while still representing the destination's core strengths and personality. A brand's aim is to create a distinct and unforgettable identity in the marketplace that represents a source of value for the customer. Contemporary destination marketers are faced by visitors who are constantly seeking lifestyle fulfilment and experiences, and branding is perhaps the most effective marketing weapon available to them. Only destinations with a strong market presence and enticing attractions can remain at the forefront of customers' minds while planning vacations. Strong branding would help a destination stand out in the crowded global tourism market, which is highly competitive and dynamic. Building and retaining brand value is critical to business success, so brand management is rapidly moving from a side-line marketing issue to a core business strategy. The main challenge is to create a brand identity that captures the essence or spirit of a multi- attribute destination that represents both a group of sellers and a host culture. As aspirations of an intangible tourism service can only be realised after travel, tourism marketing is usually concerned with the sale of dreams. Consumers' mental representations therefore play a crucial role in their decision-making. The majority of destinations have excellent resorts and attractions, each country claims to have its own culture, environment, and history, each place claims to have the friendliest people, and high customer service and facilities are now anticipated. As a consequence, the need for destinations to develop their own distinct identities – to set themselves apart from their competitors – is more important than ever. 242 CU IDOL SELF LEARNING MATERIAL (SLM)

14.3 AIRLINES MARKETING When it comes to selling services or products, there are certain elements that are universal. However, before deciding on a marketing plan, it is essential to understand the characteristics of your product. As a result, you must first comprehend the unique characteristics of airline marketing. The following are a few of them: - i) High-Value-For-Money Product Since the airline's inventory cannot be saved for potential sales, it is highly perishable. When a flight's boarding is closed, all of the unoccupied seats on that flight are thrown away. The ability to fill available capacity with revenue-generating traffic, such as passenger and freight, is critical to an airline's profitability and marketing performance. ii) The Need for Exact Market Segmentation The demand for an airline consists of numerous market segments with varying service preferences, price sensitivities, travel motives, and so on. First-class passengers, for example, do not complain about the cost of an airline ticket but expect only the highest and most luxurious service levels and to be pampered by the airline's staff at every turn. Another example is the business traveller, who expects good schedules and connections, reliable ground service, and convenient on-board service while travelling on business. Discounted air fares are more important to family holiday travellers than schedules or service levels, for example. The most important factor in labour traffic or shopper traffic is price. By positioning itself correctly in the industry, an airline can maximise its yields and revenue from different market segments. iii) The Dynamic Market Since the airline's commodity is essentially a customer experience, it must result in varying degrees of satisfaction or dissatisfaction with that experience. This, in fact, has an effect on the product's understanding. Furthermore, airline competition is fierce, and market trends such as pricing, advertising, and delivery are subject to rapid change. An airline's marketing challenge is to manipulate its marketing mix, which includes product, price, promotion, and distribution. This is done to get a passenger in front of the airline's check-in counter, happy and able to fly that particular airline after paying a high fare, and then send him or her happily on their way to their destination, so that the passenger can return again and again, always to the same airline on the same route. The meaning of airline marketing is this. Whatever an airline's marketing manager does, he cannot lose sight of the marketing function's primary goal: to maximise yield and make an airline's operation profitable. What the hell. You do so for product improvement, brand promotion, publicity and advertisement, market distribution of the product, by offering discounts and incentives, and it all needs to result in the airline earning more money than it costs. The expense of running an airline. 243 CU IDOL SELF LEARNING MATERIAL (SLM)

iv) Reliance.... The airline product is reliant on external factors such as airport infrastructure, laws, regulations, and security checks, among others. Though these are the same for all airline passengers, customers also connect them with the airline with which they are travelling. MARKETING STRATEGY One of the most crucial steps in the implementation of marketing concepts in the airline industry is strategic planning. \"The analysis of alternative opportunities and risks to the firm, informed by environmental (for example, competitive, social) and internal (for example, production abilities) information, that leads management to choose a specific set of market, product, and customer goals,\" according to Wikipedia. In other words, the primary purpose of strategic planning is to identify which of the airline's marketing assets can be better utilised to capitalise on opportunities that can occur in the world. Essentially, strategic planning entails making decisions in advance on potential courses of action for the airline marketing department. The strategic strategy is systematic and long-term. The discovery of desirable areas, new opportunities, and the formulation of programmes to expand these areas and opportunities are now seen as the key goals of strategic planning. The infrastructure, finances, and services needed to carry out this growth are now seen as secondary to the simple identification of opportunities. Long range strategic planning should include the fallowing elements: • To determine of goals and objectives • Enumerate the where the company stands that is, a position audit, including strengths 'and weaknesses, opportunities and threats • It is an assessment of the resources available to put the strategic plan into action • To assessment of alternative courses of action and the strategic options available • To take decisions regarding avenues likely to be subsequently pursued The number of subsequent years during which planning will take place must also be considered. In the airline industry, there is a trend toward shorter planning horizons. This is due to increased competition as well as the deregulation process. These considerations often necessitate flexibility in order for plans to be quickly updated in response to environmental changes. The following are the considerations that go into marketing planning: The airline's basic strategy in terms of goals and objectives must be established. It is necessary to describe the best method for achieving these goals. To achieve these goals, management must make a series of interconnected decisions on what to do, how to do it, and who should do it. 244 CU IDOL SELF LEARNING MATERIAL (SLM)

The short-term marketing strategy, which encompasses every time up to one year, contains such tactical preparation. The Marketing Plan, as previously said, is used to put aspects of the airline's marketing strategy into action. This implementation aids in the attainment of the organization's overall objectives. The aim of the marketing plan is to: • Clearly define marketing goals, tactics, and resources so that they can be understood quickly; • Eliminate ambiguity and uncertainty among marketing-related classes, such as Product Development, Field Sales, Publicity, Standards, Research, Public Relations, and Distribution, for example. • Decide who will perform what mission, when, why, and where. • As far as possible, ensure that all stages of the overall marketing operation are operating against shared objectives. • Maintain a permanent record of the marketing strategy and its logic. • Maintain a consistent stream of thinking and effort from year to year. • Provide a clearer framework for tracking output and analysing deviations on goal by ensuring that annual marketing activity is in line with long-term planning. The airline industry requires significant investments, and proper marketing planning can provide many advantages, including: • A thorough analysis of the situation; opportunities; options; and so on as a result of disciplined thinking and committing ideas to paper; • Clearly stated objectives and well-thought-out strategies in advance of the time period covered; and The airline's overall strategic plan studies the total market and then segments it into those sections which it has highlighted as being potentially the most profitable to enter. Once it has done this, it must decide what position it wants to occupy in these segments. This process is known as marketing positioning. It is not enough for an airline to have outstanding or an excellent airline product, if it is incorrectly positioned in its target market segments. Market positioning, at its most basic level, involves the effective communication of the airline's corporate image to the customers identified as key contributors to market development. It must ensure that customers appreciate the advantages of the airline's service over that of its competitors. Market positioning, like every other marketing activity, should contribute to the airline's achievement of the overall objectives. It does this by highlighting the most, appropriate areas of investment and identifying those market segments which will yield the highest return on investment. 245 CU IDOL SELF LEARNING MATERIAL (SLM)

14.4 MARKETING OF HOSPITALITY SERVICES They offer hospitality products and services for profit, and the quality and scope of the service offered will only be determined by their ability to make a profit. Customers are not their clients, and the frontline worker delivering the service is doing so as an employee. Employers often expect service workers to deliver an emotional output that they often do not feel, and as a result, they must work at the emotions required for their job. When asked about their dining-out experiences, a majority of 1000 respondents believed that dining in domestic/private venues required genuine hospitality, while dining in commercial settings did not. Ritzer's work on 'MacDonaldization' (1993, 2004) indicates that hospitality services, like all services, are subject to corporate pressures to improve regulation, calculability, predictability, and quality, which eventually leads to 'inhospitable hospitality.' These programmes, which are driven by manufacturing's Taylorism, essentially reduce human discretion and personal initiative, resulting in structured and scripted service experiences that are incompatible with genuine hospitality and acts of hospitability. While Telfer's investigation into the philosophy of hospitability indicates that the ulterior motives associated with commercial hospitality can detract from the genuine quality of hospitability, she also suggests that it may be more complicated than it seems. When it comes to commercial hospitality, Telfer believes that it is not always inhospitable. Individuals who are inherently hospitable may be drawn to work in the sector and show hospitable behaviour even when employed by fundamentally inhospitable businesses. She also points out that many small businesses are run for reasons other than profit, and that these businesses can provide truly welcoming experiences. Interviewees were able to identify authentic hospitality encounters in both commercial and domestic environments, according to Lashley et al. (2005). When asked to recall their most memorable meal encounters, about half said they happened at home, while the other half said they happened at a restaurant. Even though the language of domestic hospitality was used to evaluate encounters in commercial environments, both tended to be regarded as authentic. In both settings, emotional needs to feel comfortable and protected, welcomed, and sincerely appreciated dominate the evaluation of authenticity. Bars and cafes, as well as restaurants, play an important role in establishing the environment for new ways of urban cultural life. In many ways, they serve as a neighbourhood gathering place, which Adelmann et al. (1994) predict would become a more common feature of service in cities where many people live alone. Bars, cafes, and restaurants provide this service. In other words, they play a critical role in facilitating social networking, which creates its own level of authenticity. Recognizing the central role of guest and host interactions in contemporary social life will help improve the delivery of hospitality and tourism 246 CU IDOL SELF LEARNING MATERIAL (SLM)

experiences. This chapter argues that guest and host relationships are at the centre of all hospitality transactions, regardless of their immediate setting – domestic/private or commercial – or how locals communicate with tourists in a destination. This chapter also argues that those who want to market a specific destination – a country, area, or city – should put the host–guest transaction at the centre of their marketing and service delivery strategies, and manage the service in a way that considers the emotional aspects of the guest experience. In particular, in a domestic/private environment, the guest must feel like a guest. Guests must feel wanted and appreciated as individuals; they must feel important and that their needs will be heard and met; and they must feel protected, happy, and relaxed. As a result, hosts must be driven by a willingness to be welcoming and to ensure the comfort and well-being of their guests. Most significantly, commercial hospitality interactions must go beyond formulaic repetitive transactions that effectively dehumanise both customers and the workers that serve them. 14.5 HEALTHCARE MARKETING Healthcare marketing entails educating ourselves about our future customers' desires and needs, as well as educating our customers and providing them with valuable resources that meet their needs when and where they need them. A hospital is a social institution that provides services and has significant benefits for both patients and society. It is regarded as a location for the diagnosis and treatment of human illnesses, as well as the restoration of health and well-being to those who have been temporarily robbed. Over all, it is a social agency charged with safeguarding social interests as well as a non-profit organisation. We have failed to keep medical facilities up to date with the demands, but we have succeeded in making the climate unhealthy, which is putting pressure on both government and private hospitals. Given the current situation, we demand far more from public and private hospitals. The hospitals would not only support the masses by selling medical facilities, but they would also be effective in instilling mass consciousness in order to deter illnesses and reduce the number of prospects. Marketing medicare programmes entails making medicare services available to users in such a way that they receive high-quality treatment at an affordable rate. The social marketing principles concentrate on making services accessible to all members of society, including those who cannot afford to pay the rates. In this situation, a managerial approach to developing a good service mix is needed. Hospital Services Marketing Mix: For successful marketing of hospital services, the marketing mix components of product, price, location, and promotion could be used. 247 CU IDOL SELF LEARNING MATERIAL (SLM)

Combination of products: Hospital service programming includes a variety of programmes that are required to protect the public's interests. Line services, supporting services, and auxiliary services are the three types of services. Emergency facilities, outside and indoor services, intensive care unit, and operations theatre are among the first. This is often referred to as \"core facilities.\" In a real sense, the quality of care provided by medical and paramedical staff is determined by the supporting services. Registration and indoor case reports, stores management, transportation management, mortuary arrangements, food services, engineering, and maintenance services are among the auxiliary services. These programmes must be handled effectively for successful marketing. Promotional Mixture In the medical sector, it is critical to innovate promotional initiatives and instil mass consciousness in order to promote hospital services. It is important to institutionalise personal marketing in order to make the right resources accessible to the right users at the right time. Both core and paramedical staff play an important role in this context. To be more precise, frontline workers have been discovered to be performing exceptionally well. Even if the most advanced equipment and technology are available, the most effective doctors and nurses are available, the most comfortable buildings and infrastructural facilities are available, the medicare systems will struggle to offer the goods to society if nurses ignore patients, receptionists miscommunicate users, prospects, and doctors do not demonstrate a human approach. Personnel, not supporting forces, decide the magnet of success in the end. Publicity and advertising are effective tools for promoting medical care. Hospitals and health care centres should use imagination in their promotional campaigns, messages, and slogans to entice people to use their services. Service promotion is an essential aspect of promotion that contributes to increased productivity, the development of a team spirit, the creation of a work culture, and, more importantly, a personal touch in service. This necessitates the collaboration and participation of all medical and paramedical staff. Word-of-mouth advertising also plays a significant role. The happy users serve as messengers, spreading the word to their families, family, and others, who are inspired and prefer to use the hospital's services as and when the need arises. 14.6 SOCIAL SERVICE BY NGOS Activities and tactics used by a non-profit organisation to spread the organization's message, solicit contributions, and recruit volunteers. The production of a media campaign to expose the organisation to an outside audience, as well as the design of logos, slogans, and copy, are all part of non-profit marketing. A non-profit corporation may use the same marketing strategies as a for-profit company. It should define its target market (the people it wants to reach), create marketing materials to deliver to that market, and decide what goals a marketing campaign should achieve. The non- 248 CU IDOL SELF LEARNING MATERIAL (SLM)

profit organisation follows the four Ps of marketing in this regard: product, location, price, and promotion. Schools, hospitals, educational groups, welfare societies, clubs, public libraries, resident welfare associations, sports clubs, and other organisations fall under this category. Not-for-Profit Organizations are what they're called (NPOs). These organisations provide programmes to their members as well as the general public. Membership dues, subscriptions, donations, grant-in-aid, and other sources of revenue are their primary sources of income. These organisations must keep records because money is involved in their operations. These organisations prepare financial statements to determine the outcomes of their operations over a certain time span, such as a year. Not-for-profit organisations (NPOs) have the aim of providing support to their members and community as a whole, rather than making a profit. Admissions fees, subscriptions, gifts, grant-in-aid, and other forms of revenue are the primary sources of income for these organisations, rather than profits from the purchase and selling of goods and services. These organisations are run by a board of directors made up of members who are elected by the members. The managing committee is the name given to this party. They also plan their accounts using the same accounting standards and systems used by for-profit businesses with the aim of making money: In a competitive marketplace of ideas, it's critical for non-profits to carve out a distinct identity. Although most non-profits do not sell goods, they do sell the project, ideas, programmes, and services of their organisation. A positive image is the key to community knowledge in a world where everyone is bombarded with facts. Increase local support for your organisation by developing and sustaining a visible and reliable brand through marketing. Many non-profits feel that their services will sell themselves due to their intrinsic value. They work under the presumption that a good cause would automatically receive support and appreciation. Unfortunately, this is a fallacious assumption. Even the best projects will disappear into obscurity unless non-profit management consciously and consistently makes other organisations, organisations, companies, and individuals aware of their goal. Communication promotes progress through fostering understanding. Non-profits should identify their target audiences, tailor their messages to them, and develop strategic strategies for achieving organisational goals and objectives with limited resources. Non-profit organisations' ability to raise funds is often aided by effective communication and a consistent image. It is doubtful that local community members would donate to a fund- raising effort if they are unaware of the good work that a non-profit does. If private foundations do not see financial support at the local level, they will be less likely to make grants. Grant proposals are therefore scrutinised by foundations to see how an agency intends to convey the program's outcomes. Marketing is a long-term, cumulative strategy for forming financial alliances. Here are some important elements of effective marketing that will work to create community awareness and support, regardless of the size or purpose of an organisation: Consistent communication is important. 249 CU IDOL SELF LEARNING MATERIAL (SLM)

Make a plan for the next year's communications strategy. Establish a schedule for press releases, newsletters, special events, and other marketing initiatives. Make a brand name. Visually as well as verbally communicate. On newsletters, journals, signs, and brochures, prominently display the organization's name and logo. Your organization's visibility will be boosted by a memorable, well-designed visual picture. Repetition and modification of the message should be used: If a message is repeated in various forms of communication, the listener is more likely to recall it. Print your mission statement in a brochure, write it in a PSA, and tell a news reporter about it, for example. Slogans are a short and unforgettable way to effectively capture the meaning of a message. Use a variety of contact strategies: Non-profit organisations also target a variety of audiences, each of whom may react differently to various approaches. Various public relations efforts will aid in the establishment and maintenance of a more positive picture. Choose and employ relevant media: Plan to use a variety of tactics that are ideally suited to targeting your target markets while still making the most efficient use of your budget. Include phone calls, letters, e-mail, newsletters, PSAs, press releases, and editorials among the methods. Over time, develop a solid, well-known identity: It takes time to increase exposure and awareness. Be patient, diligent, and consistent in your efforts. 14.7 MARKETING OF ONLINE SERVICES Technology is a powerful tool. In the last decade, technological advancements have had a significant impact on the delivery of financial services, and the rate of change and impact is only rising. Technology was first used in bank branches to reduce the expense of certain routine operations, but it now offers a cost-effective and competitive solution for product distribution and customer contact. Banks can now target customers and offer personalised goods and services to meet their specific needs thanks to technological advancements. It has also allowed banks to improve relationships with their customers, as they can now keep in touch with their branch and their accounts using the convenience provided by technology. read more Techniques and Strategies for Financial Services Marketing Computerization is a term used to describe the process Branch Automation has been done in the public sector since 1993. The historic agreement with the workers unions in October 1993 has paved the way for computerization in every aspect of banking. The Central Vigilance Commission has also ordered banks to computerise at least 70% of their overall business by January 1, 2000, making this a non-negotiable with 250 CU IDOL SELF LEARNING MATERIAL (SLM)